Poultry Meat Marketing - Consumer Views in a Recession

Study of how the financial crisis and consumer attitudes towards animal welfare impact on chicken consumption in the UK.

Year of Publication2010

Chicken consumption in the UK has been decreasing since 2005 and several factors including the increased focus on animal welfare have shaped the decline. Despite reduced consumption, chicken expenditure has increased as consumers have traded up as a result of media attention and increasing demand for higher welfare chicken. This report uses a longitudinal data set related to factors influencing consumer choice and attitudes towards the purchasing of poultry meat in the UK. It was supplemented by additional primary research undertaken in April 2009 with consumers in order to identify how the increased attention on chicken welfare and the influence of the financial crisis, impacted upon the consumption of chicken and perception of the poultry industry.

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